Innholdsfortegnelse for April 24, 2017 i Adweek

Are the NewFronts no longer a must-attend event? Warner Bros. Digital Networks’ Machinima became the fourth digital programmer to officially pull out of the NewFronts, joining Yahoo, BuzzFeed and Fullscreen in their decisions to instead hold outside events for potential advertisers. AOL also announced it would hold its presentation as a closed-door event without media in attendance, while Studio71, a multichannel network with nearly 7 billion monthly views, will provide its presentation as streaming-only.…

Since Kik’s Bot Shop debuted a year ago, more than 2 billion messages have been exchanged with chatbots on the messaging app. Here are some examples of the types of bots and how they’ve fared. GROUP BOTS Bots created to thrive within group chats are best measured by their retention rate and viral ratio. Roll, a group bot created by Kik’s developers, now has 1 million users, with 95 percent coming from friends rather than from the bot shop. ENTERTAINMENT BOTS The value of bots that aim to entertain should be gauged by total messages sent and average messages per user. A collection of four bots created to promote the movie Teenage Mutant Ninja Turtles saw average engagement of 7 minutes, with 40 million messages exchanged. On average, users exchanged…

Moat brings ‘actionable insights around viewability, brand safety, nonhuman traffic and ad creative to over 600 publisher, brand and agency clients.’Eric Roza, svp and gm, Oracle Data Cloud Some industry observers may still be getting used to the idea of Oracle as an advertising power player, but with 2017 U.S. digital ad spend hitting $83 billion, per eMarketer, consultancies and agencies should be on their toes—the software giant is on the move. The Redwood Shores, Calif.-based company last week held a tony marketing conference on Park Avenue in New York, where it announced its latest ad-tech purchase, plucking digital measurement firm Moat—which partners with Facebook, Google, Pinterest and Snapchat—for more than $850 million, per Recode. Moat will join other notable Oracle acquisitions in recent years like Datalogix and BlueKai on…

To assemble this installment of The Power List, we considered the profiles and results of global corporate titans, taking into account criteria such as company value, revenue and growth, market performance, consumer reach, their standing among rivals, industry accolades and media buzz. This list is not intended to chart earnings or track executive performance year over year. Image counts a lot, as does the volume of news a company contributes to the Adweek stream. Facebook’s Mark Zuckerberg and Alphabet’s Larry Page, our No. 1s for 2016 and 2015, respectively, turned in great performances last year. Still, in our estimation, they fell just behind our pick for the top spot, Amazon’s Jeff Bezos. Like last year, this list represents a range of disciplines. Along with agency and media chieftains, leaders of…

Specs Current gig COO and CFO, Twitter Previous gig CFO, Twitter Twitter @anthonynoto Age 48 How have your past roles in advertising, finance and the military shaped your approach to Twitter? I think Twitter is the culmination of a series of experiences that have built the foundation of what’s required to be an executive at Twitter. I was in the military as a communications officer, where I first learned about asynchronous transformation of technology, IPbased technology. From there, I went to Kraft as a brand manager, so I was on the advertiser side. I had to evaluate distribution channels like the internet, but also advertising vehicles like television and print and radio and outdoor as well as digital, and optimize for marketing mix and return on investment. After that I…

On Thursday, Accenture named UM its global media agency of record after a review to help promote its digital and mobile-first services to clients across industries and continents. The IPG media agency will use its targeted engagement strategies to manage campaigns promoting Accenture’s tech-focused Labs offering and its “New. Applied. Now” positioning to key business-to-business audiences across digital, mobile and social media. The account remains far smaller than UM clients like Coca-Cola. According to Kantar Media, Accenture spent $31 million on measured media in the U.S. in 2015 and $23 million in 2016.…

Since Facebook and Kik debuted their chatbot channels last year, thousands of bots have been built by brands, media companies and developers on the platforms, with more expected in 2017. (Just last week, Facebook unveiled its Messenger 2.0, with brands like Subway, Aeromexico and Food Network coming onboard.) However, while bots might seem like just another extension on social media, there is still a lot to figure out in terms of performance and measurement. And just like the early days of social media, understanding what clicks and what doesn’t is still a work in progress. “When we were creating chatbots and thinking about it as a new medium, we wanted to go back to the drawing board to assess how these things should be measured,” said Kik product manager Laura…

Months before Pepsi’s perfect storm of cultural controversy, 2016 laid waste to the myth that advertising is an inherently apolitical business. President Donald Trump inspires strong opinions like he attracts Twitter followers—and in the months leading up to last year’s election, the American ad industry appeared to achieve a rare moment of consensus in opposition to his candidacy. Agencies including Droga5, Venables Bell & Partners, Crispin Porter + Bogusky and Burrell Communications created pro-bono ads for the Hillary Clinton campaign, and brands like Tecate and Corona released big-budget spots playing off Trump’s signature promise to “Build the Wall” before 84 Lumber became the talk of Super Bowl LI. But the most colorful political work of 2016 and early 2017 came when creatives’ personal passions bubbled over into explicitly anti-Trump projects.…

21 NEW GINNI ROMETTY CEO, president, chairman, IBM Revenue: $79.9 billion Named chief executive five years ago, Rometty, 59, ranks among the world’s most powerful women in business. She’s championed cloud services, acquired agencies to bolster the branding component of IBM and accelerated development of the Watson supercomputer, now a cultural fixture and very much the public “face” of Big Blue. All that said, hardware and business services continue to decline, with Rometty (and even Watson, presumably) unable to find an answer for the company’s financial malaise. 23 RANDALL STEPHENSON CEO, president, chairman, AT&T Revenue: $163.8 billion Sorry, Rupe! Murdoch failed to acquire Time Warner in 2014, but, last October, Stephenson put an $85 billion merger in motion. “The world of distribution and content is converging, and we…

Facebook presented a long list of new initiatives at its annual F8 developers conference, which took place in San Jose, Calif. Highlights included the announcement that the company is working on a new “brain-to-computer interface” that will potentially let humans type with their minds; a second version of Messenger that boasts additional discovery tools, music and many more branded bots; a phone-based augmented reality strategy; and camera technology that will allow users to leave virtual “messages” on real-life objects.…

BE CONVOCENTRIC If a chatbot is a part of a group conversation, it should facilitate conversation between users rather than become the main attraction. It should feel “lightweight,” an added form of expression. FORGET THE YARDSTICK Don’t worry about a single metric for all bots. Because each can serve a different purpose, their success is defined in different ways. For example, read rate might be good for content distribution, but engagement rate is better for entertainment. START SIMPLE Focus on one thing and do it well so that the user has a clear understanding of what the bot is intended to accomplish. Is it meant to entertain? Inform? Assist? Later on, consider adding complementary features.…

THE TAILFINS The Nerf Football evolved into the Vortex Aero Howler, whose shaft and fins purportedly allow for improved aerodymanic performance in flight. THE AMMO These innocent-looking little dimpled balls are the rounds for Blasters like the Nerf Rival, a serious shooter that pops them out at 68 mph. THE B-BALL Still a brisk seller after 45 years on the shelf, the Nerfoop basketball set now comes with this slightly firmer blue foam ball. On a Monday morning in 1968, Reyn Guyer discovered one of the world’s most famous toys by accident. Guyer, the inventor who’d come up with Twister, was in his conference room, testing a new caveman game with colleagues. The protoype included a bunch of foam-rubber rocks that, the men soon discovered, were more fun to throw…

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